Around the world, when someone says “fast food restaurant”, there is a big chance that the first name that comes to mind will be McDonald’s, the world’s largest quick-service restaurant chain. In 2004, McDonald’s held a 20% share of the US fast-food market, triple that of its nearest competitor Burger King. This was not the case, however, in the Philippines where, for more than two decades, fast food had been synonymous with the name Jollibee. JFC extended its sights overseas in 1990, opening a small number of restaurants in several Asian and Middle Eastern locations.
Tony Tan Caktiong, the company’s chairman had said that “Internationalization remains a key component of our business strategy, even as we continue to reinforce our domestic network of stores. Our goals of continued growth, profitability and market leadership, as well as our contribution to the development of our country, may lie not just in continuing to expand aggressively at home but also in becoming a truly multinational Filipino corporation.” Initially, the company focused on reaching communities with a large Filipino population to capitalize on its brand awareness, targeting markets where there were substantial numbers of “OFWs” (Overseas Filipino Workers). By the early 1990s, Jollibee restaurants were operating in Hong Kong, Brunei, Saipan and Guam (both islands in the NW Pacifc), Vietnam, Indonesia, Dubai, and Kuwait. In 1998, the firm entered one of the most demanding fast-food markets in the world, the US, which had at the time an estimated two million Filipino immigrants. But aside from Jollibee’s popularity among Filipinos, the brand also sought to appeal to other ethnic groups in its US outlets.
Other immigrants from Asia came with their families in tow to eat at Jollibee’s. One African-American customer stated that the chicken is “excellent, almost like my mother’s Southern fried chicken!” And white Americans enjoyed delicacies not offered by competitors, such as Peach Mango Pie. The company’s international expansion strategy focused on markets where management believed it “could successfully develop the Jollibee brand and put up the supply chain to support the critical mass of stores in these selected markets.” In the US, the first state targeted was California, with plans to expand into Nevada, Hawaii, and New York in future years. By adopting a franchise mode in the US, JFC was able to draw on local capital and entrepreneurial drive. The annual report for 2002 noted that the overseas stores were providing the company “the experience in the know-how that we need in gearing up to the realities of international competition and in reorienting ourselves to the global environment.
” Jollibee already operates the largest network of fast-food chains in the Philippines, according to Reuters, including Jollibee restaurants — home of dishes like chicken joy, burger steak, and the noodle dish palabok — and other large chains. Acquiring existing international restaurants is the next step in fueling Jollibee’s growth. Currently, 30 percent of Jollibee’s sales come from stores outside of the Philippines, including sales from both company-owned and franchised stores, but, according to Nasdaq, billionaire founder Tony Tan Cationg is hoping to grow that to 50 percent over the next five years. There are 36 Jollibee locations in the U.S., all company-owned. In 2014, a Jollibee representative told Canadian Business that Jollibee didn’t want to allow franchises in the North American markets because they wanted “to enter there with the Jollibee brand the way we want it done — really right.
” That policy doesn’t seem to have changed in light of global expansion plans, and there’s currently no franchising information on the Jollibee website for the U.S. JFC is a new concept for the fast-food market with high competition , high expense of maintenance cost, limited demand and perceptions gap.
JFC’s Values—Mission—VisionValues• Always put customer ?rst• Excellence through teamwork• Spirit of family and fun• Frugality, Honesty and Integrity• Humility to listen and learnMission”To serve great tasting food, bringing the joy of eating to everyone in a welcoming and engaging envinronment. “VisionBecome the most dominant and best tasting QSR. The most endearing brand that has ever beenWe will be within reach of every Filipino.
We will lead in product taste at all timesWe will provide FSC excellence in every encounter. Happiness in every moment Marketing Strategy JFC’s marketing philosophy was based on being closer to Filipino families than its competitors. There was wide awareness that Jollibee was a local Filipino service business establishment that had captured the unique Filipino taste, so it appealed to patriotic or “pam-Pinoy” instincts. The chain also appealed to a broad cross-section of the population that felt comfortable and very much at home in an environment where the crew talked to them in the local language, unlike other outlets where the crew spoke in English and where the atmosphere might be perceived by some as projecting an elitist appeal. The Jollibee chain had tailored its marketing strategies to suit the Filipino culture and lifestyle. “What happens in the normal Filipino family is that weekends are reserved especially for children,” notes a Filipino business analyst, “and parents try to ask their children where they want to eat.” Jollibee appealed to children with in-store play activities and a cast of captivating characters. Supporting product-Recyclable containers, wifi internet connection and product innovation.
Facilitating product-quality service-extended opening hoursMarket Objectives Increase brand awareness and acceptance. Brand differenciation -clear with customers while earning the reputation as the Filipino style experts in QSR category . Measurable word of mouth in social media. Corporate social responsibility efforts recognized within the target market.Target Market My primary target market are the traditional Filipino families and individuals looking for a quick affordable and enjoyable meal experience that reminds them of home. My secondary target market are non Filipino individuals with families that has 2-3 kids, teen or young adults, workers, students, young kids who’s looking for on the go meal that is unique flavorful and fair priced. Distribution Strategy Raising demand of fast food market, Increasing numbers of household parents, boutique restaurants developmentfast but high quality food.
The new Jollibee is a lifestyle that is enjoying the moment, unlike the usual Jollibee, the quality customer experience does not only taste good food in a rush. Quick Sevice, affordable price, tasty food, innovative drinks and a comfortable place with free wifi accesibility and long operating timeMarketing and Communication Strategy The concentrated marketing campaign allows the company to generate stable revenues that can be used to support Jollibee’s entry into another segments. While the popularity among expats could generate publicity and attract walk in traffic from non-Filipinos. Main differentiators in my strategy is also revolved around superior customer service and ambiance, which is fun energetic and welcoming. Official website, Advertisement in social media, advertisement in search engine, commercial in you tube, Mobile Advertisement, Sales Promotion, public relation.
Pricing Strategy Pricing plays a key factor in the perception of quality with any item. Must maintain on par with other fast food restaurants to avoid easy substitutability and pricing wars. Market Penetration pricing, promotional price, discriminatory pricing.Product/Service Plan Marketing aimed at building nostalgia through ambiance and offerings. Social Media or Word of Mouth via satisfied Filipino patrons. Filipino radio stations , TV and social events highlighting the family experience. Opening promotion with discounts Activities to entice kids and encourage parents. Keep same product offerings but more drinks offerings and soft serve desserts aimed to american tastes.
Portion of the food, large variety of product and introduce bonus card.Targeting “Expats”/Filipino CommunityNon-Filipino MarketFree handouts to companies-lunch discounts, food samples on street, One dollar dessert items , free offereings and coupons via facebook and street handouts. Place:MIDTOWN, Manhattan — Popular Filipino fast-food restaurant Jollibee is opening its first Manhattan location near Port Authority.Jollibee, known as the “McDonald’s of the Philippines” by the New York Times, will be located at 609 Eighth Avenue between West 39th and West 40th Streets, The new 2,723-square-foot location is scheduled to open in the fall.
The fast food company opened its first East Coast location in 2009 in Woodside, Queens. People waited in long lines at the chain to get a taste of the new food that just moved into the neighborhood.Provides high density of Filipino patrons and in proximity of non Filipino individuals. Great location also for exposure to the expected initial traffic. Research Plan Objectives; Research Plan StrategiesCustomer Service Plan Objectives; Customer Service Plan Strategies For service, provide the fastest and most consistent service and bring down the service time to three minutes.Budget, Timing, Plans and Action PlansExecutive SummaryMr Tan Noted, “There are still major challenges to address to ensure the long-term soundness of the business we have to improve our cost structure particularly in the support groups, we have to sustain positive growth in same store sales and we have to win big in foreign operations if we are to become a truly World Class Business. “References:Jollibee Foods Corporation (PDF Download Available).
Available from: https://www.researchgate.net/publication/301285243_Jollibee_Foods_Corporation accessed Jan 14 2018.